The X-Rated AD connected something that 97,5% of Swedes use in their daily life to digitally identify themselves while doing bank business, paying bills, buying online, doing their annual tax report etc - Called The Bank ID.

By scanning the QR-code with your mobile camera you connected to the Bank ID and confirmed that you were 18 years old. It was the only way to unlock the ad and watch the full content on your mobile phone. A traditional analog outdoor is usually passive. It doesn't involve interaction. The X-rated AD not only encouraged the viewer to take action, it also connected the analog world to contemporary digital solutions.